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Bringing the Science to Global Marketing Budgets

by PAUL DYSON, Founder, Data2Decisions UK    The development of the internet has given brands many new and different ways to reach consumers, as well as the opportunity to sell to them globally – contributing to a growth in global brands.   This has also resulted in a mass...

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Unlocking China’s forgotten cities

by JOHN PERELLA, Managing Partner, Data2Decisions APAC for Digital Market Asia    Chinese CPG brand we’ve worked with has historically generated about half of its revenues from cities that only contain about 20 per cent of the population. Roughly speaking, that’s Tier 1 and 2 cities. However the...

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Five Ways to Maximise Your ROI Through Better Data Handling

by KATHERINE MUNFORD, Managing Director, Data2Decisions UK   Harnessing data in the digital economy is a hot topic for marketers, but it can also be a significant challenge. With endless data streams available and significant investment required, setting out on a data journey can be a daunting task....

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Digital Attribution Isn’t Enough: Q&A with Paul Dyson

by Lindsay Rowntree, ExchangeWire   Attribution modelling is a powerful tool for measuring marketing channel effectiveness and ensuring channels further up the purchase funnel are given credit for their contribution. However, argues PAUL DYSON (pictured below), founder, Data2Decisions, marketing goes beyond online; and the holy grail is to...

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The Human Touch Will Lead Us Out of the Ad Fraud Storm

by DAVID HARTLEY, Product Innovation Director, Data2Decisions UK   Last week, the Association of National Advertisers (ANA) and White Ops, a leading digital ad fraud detection and prevention service, put out its annual study on digital bot fraud, which estimated a $7.2 billion loss for advertisers. Whilst the immediate...

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Marketing for good is good long-term marketing

By   KARL WEAVER, former CEO of Data2Decisions, for Marketing Magazine   Most companies say they would sacrifice a chunk of this year's margin for a chance of substantially increased profits in 10 years' time. It makes sense. But do they actually know how to do this and,...

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Sustainable business – why brands need a purpose

Purpose is emerging as one of our industry's hottest topics and greatest challenges as we strive to better engage an increasingly discerning consumer. At Cannes Lions this year, everyone from Jamie Oliver to Pharrell Williams said unwavering purpose or intention was key to their success. Celebrities, non-profits and...

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